1. CRAYON TEAM
Gabriela Azevedo | Julian Glock | Fang XIA | Chanthicha Meekun-iam | Muwei Wang
London College of Communication
University of the Arts London
MDes Service Design Innovation
MA Design Management and Cultures
NEW MEMBERSHIP PLAN
ARTS
NETWORK
SUTTON

2. • Findings & insights • Personas
1. DISCOVER 2. DEFINE 3. DEVELOP 4. DELIVER
• Next steps• Proposal
• Evaluation
• User journey
OUR AGENDA

3. • Findings & insights • Personas
From our research
1. DISCOVER 2. DEFINE 3. DEVELOP 4. DELIVER
• Next steps• Proposal
• Evaluation
• User journey
OUR AGENDA

4. • UVP is not clear, limited marketing
• Ineffective network, people don’t know ANS
• Roles and structures need to be redefined
• Lack of age diversity and dedicated full-time
contributors to ANS
• Funding cuts
FINDINGS & INSIGHTS
ANS
>• Strengthen the belonging
• Find low cost ways to
promote the network
• Use the network to provide
knowledge

5. MEMBERS
>• Lack of value in the current membership
• ANS doesn’t know its members
• The network is not well developed
• 63% of the members are interested in networking
• Increase value
• Create engagement
• More appealing
membership plan
among members
FINDINGS & INSIGHTS

6. • Findings & insights • Personas • Next steps• Proposal
• Evaluation
1. DISCOVER 2. DEFINE 3. DEVELOP 4. DELIVER
• User journey

7. JENNIFER ADAM
• Polish, 27 years old, Single
• Works in IT in London, lives in Sutton
• Star wars geek, music
I would like to see my kids
interested in art.
PERSONAS
• British, 40 years old
• Married, 2 children
I would like to meet more people
like me in Sutton.
“
”
“
”

8. SANURA CHARLES
I would like to be involved with
theatre in Sutton.
• British, 65 years old, retired
• Entire life in Sutton
• ANS member
I would like to make something useful
out of my time.
• Nigerian, 18 years old
• Wants to be an actress
• Part-time job at Caffe Nero
“
”
“
”
PERSONAS

9. • Findings & insights • Personas • Next steps• Proposal
• Evaluation
1. DISCOVER 2. DEFINE 3. DEVELOP 4. DELIVER
• User journey

10. HOW CAN WE INCREASE THE MEMBERSHIP VALUE,
STRENGTHEN THE NETWORK AND RAISE AWARENESS OF
THE ROLE OF ANS IN THE COMMUNITY

11. HOW CAN WE INCREASE THE MEMBERSHIP VALUE,
STRENGTHEN THE NETWORK AND RAISE AWARENESS OF
THE ROLE OF ANS IN THE COMMUNITY
WITH A MINIMAL BUDGET?

12. A NEW MEMBERSHIP PROGRAM COMPRISED OF
TWO LEVELS OF MEMBERSHIP
SIMPLE, ATTRACTIVE AND WITH A CLEAR USP

13. Wonder
Membership
Basic
Membership
£10FREE
NEW
MEMBERSHIP
PLAN
A different and cheap
way of being engaged
and surprised
The simplest way of being
involved with arts and
your community
Per year
PROPOSAL

14. Access to grants
Building network events
Monthly newsletter
Basic
Membership
Wonder
Membership
Co-creating with ANS
WonderBox
Monthly newsletter
Co-creating with ANS
Building network events

15. Access to grants
Building network events
Monthly newsletter
Basic
Membership
Wonder
Membership
Co-creating with ANS
WonderBox
Monthly newsletter
Co-creating with ANS
Building network events

16. CO-CREATING
WITH ANS
SUGGESTIONS
A series of events connecting members and ANS
for new ideas.
Wonder Member: Full access
Basic Member: Single access
ANS: know the members’ needs and collect new ideas
for free
MEMBERS: take part in something meaningful for the
community
RE-IMAGENING
IMAGINE FESTIVAL
Workshop to think of
Imagine Festival
RETHINKING ANS
Workshop to define
ANS’ values, purpose
and mission
WHAT IS IT?
FOR WHO?
WHY?

17. Access to grants
Building network events
Monthly newsletter
Basic
Membership
Wonder
Membership
Co-creating with ANS
WonderBox
Monthly newsletter
Co-creating with ANS
Building network events

18. BUILDING NETWORK
SUGGESTIONS
Simple but creative events to bring members
together in order to create a stronger connection
ANS: play its role in promoting network
MEMBERS: increase the network
WRITERS ON THE PUBPIC-KNITTING
KNITTING CAFE FUTURIST DINNER
WHAT IS IT?
FOR WHO?
WHY?
Wonder Member: Full access
Basic Member: Single access

19. Access to grants
Building network events
Monthly newsletter
Basic
Membership
Wonder
Membership
Co-creating with ANS
WonderBox
Monthly newsletter
Co-creating with ANS
Building network events

20. Wonder members will be gifted with a
box with unknown treats that will
make them inspired every two months
Only for WonderMembers
WONDERBOX
Be surprised, Be inspired.
WHAT IS IT?
FOR WHO?
WHY?
Existing members: keep them engaged
Potential members: attract them

21. SUGGESTION 1
Different themes: films, holidays, arts activities
Birthday
Theme
Festival
Theme
Colour
Theme

22. SUGGESTION 2
Coupons and discounts for art related activities
Empire
Cinema
Secombe
Theatre
Product
Tester

23. Local Artists
Handcrafts
DIY
Stuff
Handcrafts
SUGGESTION 3
Handcrafts: local artists work, DIY stuff

24. ANS
Workshop
Tickets
Local
Museum
Tickets
EVENT
CALENDAR
SUGGESTION 4
Promotional material: Events calendar, ANS workshops, feedback forms

25. • Findings & insights • Personas • Next steps• Proposal
• Evaluation
1. DISCOVER 2. DEFINE 3. DEVELOP 4. DELIVER
• User journey

26. I think £20 per year is a good
price. ”
£10 is nothing. I spent £10
today to buy my cigarettes.”
”
”

27. The success of the box is related to the
profile of the ones receiving it - it has to
make sense for the members.
Talking as a person interested in arts,
the box is a big deal, because lots of
people want to take part in art-related
activities, but they don't know how.
“
”
”
“

28. It is possible to connect
with local businesses.
This is a
very nice concept.
“
”
“
”

29. USER JOURNEY
• Get newsletter from ANS • Join the new membership • Receive the wonderbox

30. USER JOURNEY
• Introduce wonderbox to Jennifer
and her children
• Invite Adam to building
network events
• Invite Sanura

31. USER JOURNEY
• Join co-creation ANS
• First building network
event

32. • Findings & insights • Personas • Next steps• Proposal
• Evaluation
1. DISCOVER 2. DEFINE 3. DEVELOP 4. DELIVER
• User journey

33. NEXT STEPS
IMPLEMENTATION PLAN
FOR THE WONDERBOX
Collaborate with local businesses
Plan the next boxes
Possible Institutions:
Sutton Life Centre
Honeywood Museum
Whitehall
Nonsuch Palace
Secombe Theatre
Sutton College
Sutton Library
Wallington Library
Time versus Cost
100
200
300
0
costperyear
Month of implementation
0 1 2 3 4
Co-creation
with ANS
Wonderbox
Building Network

34. • Increases the number of members
• Increasing membership fee
• Increase ANS popularity in the borough
• Make arts more meaningful in Sutton
Strengthens the sense of
belonging among members
Increases the value of
being a member
CO-CREATING with ANS
Member can bring in ideas
and new knowledge
WONDERBOX
BUILDING NETWORK
CONCLUSION

35. THANK YOU :)
CRAYON TEAM
Gabriela Azevedo | Julian Glock | Fang XIA | Chanthicha Meekun-iam | Muwei Wang
London College of Communication
University of the Arts London
MDes Service Design Innovation
MA Design Management and Cultures